Double A Rolls Out For Transformers Dark Of The Moon

DOUBLE A PAPER PARTNERSHIP WITH PARAMOUNT PICTURES ROLLS OUT FOR TRANSFORMERS: DARK OF THE MOON

Double A is rolling out and transforming how consumers see the premium copy paper brand with a new television commercial (TVC) produced and directed by Michael Bay, which features scenes and characters from Transformers: Dark of the Moon.

The TVC is part of the brand’s international partnership with Paramount Pictures’ theatrical release for the the third Transformers movie which includes Double A integration in the movie, the film-themed TVC and an integrated marketing campaign.

Bay will bring his experience as an award-winning commercial director to the TVC – entitled “Transforming Paper” – which will premiere in Malaysia in July 2011, simultaneously with Australia, China, Hong Kong, Singapore, South Korea, Taiwan and UAE.

Double A will also be launching a fully integrated national multimillion dollar campaign encompassing broadcast advertising, on-line content and outdoor media.

“The action-filled TV spot emphasises the high standard performance and qualities of Double A, while cuts and characters from Transformers: Dark of the Moon magnify the thrill. Working with Double A is such a great pleasure and I’m extremely satisfied with the outcome,” said Bay.

Double A Senior Executive Vice President, Thirawit Leetavorn said “The Transforming Paper TVC challenges the way people see copy paper and Double A will set a new benchmark with its high performance and ‘No Jam, No Stress’ qualities,” adding that “Double A is thrilled to collaborate with Paramount Pictures and Michael Bay. It’s an enormous opportunity for Double A to step onto the world stage.”

TRANSFORMERS: DARK OF THE MOON is the third instalment in the TRANSFORMERS film series and will premiere in Malaysia on 29 June 2011, exclusively in cinemas.

About Double A
Double A is a global leader in premium copy paper and is one of the most advanced fully integrated pulp and paper manufacturers in the world. Double A produces high performance, super smooth Double A paper which is available in more than 120 countries worldwide. Double A copy paper is produced from Farmed Trees grown by over 1.5 million contract farmers in Thailand. Double A’s pulp and paper production practices set an industry benchmark in environmental responsibility. Double A’s unique Farmed Trees initiative save precious old growth forests from logging. Trees are planted in open areas between and around rice fields and other crops, thereby maintaining the natural biodiversity. For more information about Double A, please visit www.DoubleApaper.com.my

About Paramount Pictures Corporation
Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NYSE: VIA, VIA.B), a leading content company with prominent and respected film, television and digital entertainment brands. The company’s labels include Paramount Pictures, Paramount Vantage, Paramount Classics, Insurge Pictures, MTV Films and Nickelodeon Movies. PPC operations also include Paramount Digital Entertainment, Paramount Famous Productions, Paramount Home Entertainment, Paramount Pictures International, Paramount Licensing Inc., Paramount Studio Group and Paramount Television & Digital Distribution.

About Hasbro
Hasbro, Inc. (NASDAQ: HAS) is a branded play company providing children and families around the world with a wide-range of immersive entertainment offerings based on the Company’s world class brand portfolio. From toys and games, to television programming, motion pictures, video games and a comprehensive licensing program, Hasbro strives to delight its customers through the strategic leveraging of well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. The Hub, Hasbro’s multi-platform joint venture with Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) launched on October 10, 2010. The online home of The Hub is www.hubworld.com. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved. Come see how we inspire play through our brands at http://www.hasbro.com. © 2011 Hasbro, Inc. All Rights Reserved.